Archive for the Category: Content Management

By Spring Moore

I recently wrote an article for Media Post titled, “Whether it’s paid or owned, health content is king”. The article focuses on the changing roles content strategists and media planners will play as brands distribute increasing amounts of content across diverse ecosystems.

The key point of the article is the notion that to get the most from your content, and consequently drive customer engagement successfully, brands need to take a holistic approach to publishing their content. Too often, paid content placements (aka media) and owned content placements (aka website or social content) are looked at as different things that fall under the pervue of separate individuals, media planners and content strategists.

This mindset needs to change. A video is no longer just a video; an ad not just an ad; they are each pieces of brand content that need to have synergistic relationships with one another and other pieces of brand content.

Brands and agencies need to put all their content experts in the room together when they plan out their content distribution. Continuing to treat media planning and content strategy as mutually exclusive domains will continue to stunt digital strategies and stifle customer engagement.

So the next time your brand has an increase in its ad budget, or finds itself with a wealth of new content assets – such as videos – the first question you should ask yourself isn’t “how should I spend it” or “where should I post it”, rather, it’s “How can I get the most from my content?” The answer may surprise you.

For more on Content Strategy check out the Razorfish Scatter/Gather blog at

Going back to the beginning of the commercial web, agencies and consultancies were selling their proprietary content management solutions to clients. Before long commercial enterprise content management systems developed web capabilities while new web content management solutions also surfaced. It was more than a few years before corporations realized the merits of a commercial content management system rather than building their own. Commercial software (or open source) is cheaper, better quality, more feature rich and easier to maintain than home grown solutions. Throughout the last decade, hundreds of content management solutions have populated the marketplace in a dizzying array of prices and capabilities.

It is now 2011 and companies are once again forced to deal with servicing an entirely new class of devices – mobile phones and tablets. Mobile devices and tablets have unique form factors and a wide array of capabilities that open up enormous possibilities in healthcare marketing and in helping patients and healthcare professionals deal with the complex healthcare information they are presented with. Corporate IT departments are scrambling to deal with marketing demands in the mobile and tablet space.

How should mobile and tablet content and capabilities be delivered? That is a complicated question and the answer depends on each individual company, however, there are some best practices that should be followed. First, don’t reinvent the wheel. Leverage existing content management systems where they exist. It is relatively simple to define a new set of templates with most web content management systems that enable the organization to leverage existing content management structures (content types, workflow structures, etc.). The second option is to leverage a mobile specific platform. There are several in the market, such as Augme, however, it is unclear who is going to emerge as the leader in that space. Ultimately, the commercial content management systems will offer mobile specific capabilities in their systems, however, like 15 years ago when the need for web content emerged, the commercial vendors will lag customer needs while they figure out the best way to deliver new capabilities with their individual products. In the meantime, Razorfish Health will continue to help healthcare companies navigate the complex nature of delivering mobile and tablet experiences to their customers.